Using the players to drive home the importance of finishing the COVID-19 national lockdown off strong, we got across that much like a big sports game, when you’re physically and mentally drained, determined teamwork and individual discipline is what brings success and makes champions.
We created a content piece using the Springboks to communicate that it’s not how you start that counts, but you how you finish. The 45′ piece cut between footage of the Springboks appreciating the efforts of ordinary South African’s as they looked to stay motivated during the restrictions. It launched on social channels immediately after the president’s speech announcing the two-week extension. When the country needed it most.
Additional elements included a feature on news24, product donations to communities in need by Siya Kolisi and amplification of the piece across player and SARU social platforms.